The retailer has targeted opening 20 new ‘Little Waitrose’ convenience shops in and around the capital by the end of 2012.
It follows a successful trial of the sub-brand Little Waitrose at its Old Brompton Road shop in South Kensington, which opened in January this year. The brand is designed to help shoppers easily differentiate its convenience format from the rest of its core estate.
It will become the largest number of branches Waitrose has ever opened in the area in one year since the company’s first shop opened in Acton in 1904, and will provide an additional 100,000sq ft of selling space.
“London is an important part of our heritage, so this is another exciting milestone for our business,” said Waitrose MD, Mark Price. “It demonstrates our ambition to continue increasing our presence and improving our accessibility to those who wish to shop with us.”
Source: Waitrose
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